Listen to this Episode: Apple Podcasts | Spotify | GoodPods

One of the biggest mistakes I’ve made as a podcaster and producer is trying to make shows that everyone will love. It seems harmless, right? Who wouldn’t want everyone to love their podcast? But here’s the truth: nothing speaks to everyone. And if you’re trying to speak to everyone, you’ll end up speaking to no one.

In this episode, I’m going to break down the most important strategy that we as podcasters can use to grow and monetize our shows: niching down. It’s the strategy that works, even if it feels counterintuitive at first.

Why Do People Listen to Your Podcast?

It’s a simple question, but it’s hard to answer. There are countless reasons why someone might listen to your podcast. But the most important one? They listen because they’re looking for something specific that your podcast provides.

Most podcasters struggle to clearly explain what their podcast is about—even years into it. That’s why I’m a big fan of getting crystal clear on your niche. Think about how much easier your podcasting journey would have been if, before you recorded your first episode, you had such a clear vision that you could pitch your podcast in 30 seconds.

If you’re still unsure of your niche, you owe it to yourself and your audience to figure it out.

Why Finding Your Podcast Niche Matters

Let’s take a look at three fictional podcasts to see the power of niching down:

1. A podcast about travel.
2. A podcast about traveling across the United States.
3. A podcast about traveling to Disney World in Orlando on a budget with your family.

Which of these is going to attract more listeners? The third one. Why? Because it’s specific. There’s probably someone searching right now for a podcast about Disney World budget travel tips. Meanwhile, the general travel podcast is going to get lost in the noise.

We often think that by niching down, we’re losing potential listeners. But the truth is, you aren’t losing listeners who were never going to listen in the first place. You’re gaining a loyal, engaged audience who came to your show for a specific reason.

The Attention Economy

People aren’t just giving you their money when they listen to your podcast. They’re giving you something even more valuable: their time. And time is a non-renewable resource.

Your listeners deserve to know exactly what they’re getting from your podcast. Niching down isn’t about limiting yourself, it’s about honoring your audience and respecting their attention.

What Happens When You Go Too Broad?

Let’s go back to our fictional Disney World podcast. Imagine the host decides to start covering all travel in Orlando. What happens? They lose the audience that came specifically for Disney World budget tips.

When you try to go bigger and broader, you dilute your message. You risk losing the loyal listeners you’ve already built. Instead, focus on going deeper. Serve your existing audience with even better content.

The Fear of Running Out of Content

One of the biggest concerns I hear from podcasters is: “What if I run out of things to talk about?”

Here’s my answer: You won’t.

If you’re passionate enough to start a podcast, there will always be more to discuss. As you dive deeper into your niche, new ideas will naturally surface. Your audience’s questions, feedback, and evolving interests will guide your content.

Monetization: The Niche Advantage

When it comes to sponsorships, being niche-specific is a massive advantage.

Look at these two podcasts:

• Podcast A: Travel across the USA with 100,000 downloads per week.
• Podcast B: Disney World travel tips with 30,000 downloads per week.

Let’s say hypothetically there’s a small business that sells Disney accessories. They’re looking for a podcast to advertise with – despite one podcast having considerably more downloads than the other, there’s only one podcast that’s a good match for this business: Podcast B.

The more specific your podcast, the more valuable you are to sponsors. You create opportunities by niching down—not by going broader.

How to Start Niching Down Your Podcast

Ready to niche down? Here are three steps to get started:

1. Ask yourself why people listen to your podcast.
   This simple question is one of the most important that any podcaster can ask themselves.
   
2. Figure out how you can better serve your listeners.
   What specific content are they coming to you for? How can you make more of that content?
   
3. What sets your podcast apart from other podcasts like it?
   You need to know your podcast’s strengths and weaknesses. Why are listeners listening to your podcast instead of someone else?

What’s Next?

If you’re ready for 1:1 help finding your niche and learning how to speak directly to your target audience, I offer one-hour consultations designed for this exact purpose. Find out more here.

And if you haven’t already, check out Episode 8: How to Pitch Your Podcast in 30 Seconds . It’s a game-changer for clarifying your podcast’s purpose.

Remember, niching down isn’t limiting, it’s empowering. Honor your audience by giving them the specific content they’re searching for. That’s how you grow a successful, monetized podcast.